How to Build a Socially Oriented Brand

In order for brands to achieve their full potential, they need to integrate more actively into the social dynamics that define the contexts in which they come to life. Sadly, many brands still behave like newborn children: entirely egocentric, and almost totally oblivious to the needs of others. However, studies have found that the traits we find most appealing in other people are those that are socially oriented. Interestingly, these appealing human traits are the same as those that define great brands: